Why are we so emotional?

I love it when people ask about the role emotions play in marketing., because the first thing I ask of them is to think of their favorite brand and tell me why it's their favorite brand. The typical answer usually starts with things like "it tastes good" or maybe "they provide amazing service" - but after drilling down I discover that at some point they always come back to a marketing piece that evoked a much needed emotion. By much needed, I mean that it struck a cord with someone when they were maybe feeling depressed and watching a particular message gave then hope.

That is the goal that every marketing piece needs and must aspire to....emotions play a significant role in virtually every aspect of our lives, so those of us in the industry need to tape into those emotions.

What I don't understand are those that know this, tend to lose sight of that fact at some point in their career and then ask themselves what has happened.

Small businesses probably need to be evoking emotion more than any large business that has loyalty and name recognition behind them. It is a curtical aspect of building a brand.